At the beginning of 2017, Response outlined
these phases of the consumer journey, offering
a holistic point of view and — essentially — a
blueprint for performance-based marketing success according to top brands and industry innovators. From household names like Nutrisystem and
Vistaprint to booming e-commerce startups like
Adore Me, the overarching theme in all of their
efforts was — and continues to be — customer
experience.

Putting consumers in control, meeting themat every touchpoint, fulfilling on a promise, andrewarding them for loyalty, all tie into creatingthe best possible experience. Businesses may bemessaging and interacting with millions of usersat any given moment, but everyone must receiveprompt, personalized attention.

This advice was reiterated in the Pricewater-houseCoopers (PwC) “Global Entertainment
& Media Outlook 2017-2021.” The company’s
18th annual report shows a five-year forecast and
a five-year analysis of consumer and advertiser
spending based on 17 entertainment and media
segments across 54 countries. Stefanie Kane, PwC
global media leader, live-streamed an introduction to the research at a launch event in June.

Creating awareness for a product or service, growing engagement, carry- ing the consumer through purchasing and fulfillment, and then build- ing on that relationship with special offers and incentives is all part of omnichannel advertising. Consumers expect no less.